Theorizing social networks addiction: an empirical investigation

While social network platforms (SNPs) can provide their users with an enjoyable interaction experiences, their social-oriented characteristics may encourage users to use them extensively and hence results in addictive use behaviours. By incorporating, psychological (i.e., subjective norm, number of peers and mood alteration), behavioural (i.e., intention to use, satisfaction and enjoyment), and technological perspectives, this study aimed at examining the relationship between these different factors and SNPs addiction. To the best of our knowledge, this is the first study that discusses this issue in the Gulf Cooperation Council (GCC) region. Data was collected from 434 students at a private American University in the State of Kuwait. Partial least squares (PLSs) of structured equation modelling (SEM) analysis was used to assess both the measurement and structural models. PLS analysis of the study data shows that 66.2% of the sample suffers from SNPs addiction. The study results demonstrated that all hypotheses were supported and statistically significant. Results of this study may benefit universities in dealing with students who suffer from this kind of addiction. The research limitations and implications are discussed.